Content Contribution for Revenue Sharing and Reputation in Social Media: A Dynamic Structural Model
Open accessAbstract
This study examines the incentives for content contribution in social media. We propose that exposure and reputation are the major incentives for contributors. Besides, as more and more social media Web sites offer advertising-revenue sharing with some of their contributors, shared revenue provides an extra incentive for contributors who have joined revenue-sharing programs. We develop a dynamic structural model to identify a contributor's underlying utility function from observed contribution behavior. We recognize the dynamic nature of the content-contribution decision—that contributors are forward-looking, anticipating how their decisions affect future rewards. Using data collected from YouTube, we show that content contribution is driven by a contributor's desire for exposure, revenue sharing, and reputation and that the contributor makes decisions dynamically.
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Directing content creators in the desired way remains critical to platforms, which is how incentivisation becomes a strategic instrument to foster the quality of the content.
“Directing content creators in the desired way remains critical to platforms, which is how incentivisation becomes a strategic instrument to foster the quality of the content”
From Content Creators Between Platform Control and User Autonomy: The Role of Algorithms and Revenue Sharing (2023) · cites this paper as Tang et al. 2012
Revenue-sharing social media platforms allow users to generate income on digital platforms by providing content and receiving payment from advertising revenues.
“Revenue-sharing social media platforms allow users to generate income on digital platforms by providing content and receiving payment from advertising revenues.”
From Content Creators Between Platform Control and User Autonomy: The Role of Algorithms and Revenue Sharing (2023) · cites this paper as Tang et al. 2012
Incentivisation is an additional incentive besides reputation and exposure.
“In this respect, we confirm Tang et al. (2012)’s study that incentivisation is an additional incentive besides reputation and exposure.”
From Content Creators Between Platform Control and User Autonomy: The Role of Algorithms and Revenue Sharing (2023) · cites this paper as Tang et al. (2012)
Cites
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Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving
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Gudka, M., Gardiner, K. L. K., & Lomas, T. (2023) · The Journal of Positive Psychology · doi:10.1080/17439760.2021.1991447 · Cited by 54 · see citing works
Hödl, T., & Myrach, T. (2023) · Business & Information Systems Engineering · doi:10.1007/s12599-023-00808-9 · Cited by 51 · see citing works
- Authors
- Tang, Q., Gu, B., & Whinston, A. B.
- Affiliations
- The University of Texas at Austin (US)
- Arizona State University (US)
- Venue
- Journal of Management Information Systems
- Publisher
- Informa UK Limited
- Published
- 2012-10
- Volume
- 29
- Issue
- 2
- Pages
- 41-76
- ISSN
- 0742-1222 (ISSN-L)
- 1557-928X
- OpenAlex
- W2010413126
- Cited by
- 243
- References
- 5
- Citations by year
- 2026: 12 · 2025: 10 · 2024: 20 · 2023: 21 · 2022: 17 · 2021: 22 · 2020: 14 · 2019: 27 · 2018: 28 · 2017: 20 · 2016: 14 · 2015: 21 · 2014: 11 · 2013: 6
- FWCI
- 37.45
- Type
- journal article
- Language
- en
- Open access
- green
- papers.ssrn.com
- Locations
- Journal of Management Information Systems (publishedVersion)
- Singapore Management University Institutional Knowledge (InK) (Singapore Management University) (submittedVersion)
- SSRN Electronic Journal (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Strategy and Management › Digital Platforms and Economics
- Social Sciences › Communication › Knowledge Management and Sharing
- Keywords
- content contribution, revenue sharing, social media, user incentives, dynamic structural model, YouTube, advertising revenue, forward-looking behavior
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